Sprint Sound Sessions: Pharrell Williams

The situation—

Sprint was looking to position itself as a carrier that understood the needs of streaming music listeners. With the launch of the HTC One Harman Kardon, a new music-focused device exclusive to the carrier, they had a hot new Android device designed for the fans.

The challenge—

With the traditional and digital advertising being rolled up in the brand campaign message, Sprint was looking for a spectacle that would serve to launch the phone, generate content, and dazzle senior executives and celebrity guests as a capstone to their annual meeting.

The solution—

An interactive performance that partnered the audience and artist—Pharrell Williams, hot off his blockbuster album—in an experience that blurred the lines between technology and music, a participatory event with the HTC devices at its heart.

Interaction Mapping

Behind the Scenes